1. LET’S WORK TOGETHER: Integrating Social Media, Online Marketing, and Outreach ALA Annual 2012 June 25, 2012 Marshall Breeding Independent Consultant, Author, Founder and Publisher, Library Technology Guides http://www.librarytechnology.org/ http://twitter.com/mbreeding

2. Summary  Speakers will discuss how their organizations have reinvented their online presence using social media as a way to interact with their communities. They'll also address their personal and organizational investments in the implementation of an ongoing online, socially-interactive presence; give hints and advice regarding the implementation of new media and how these roles and responsibilities are assigned to staff; identify the criteria they used to develop their social media plan; and explain goals and measurement tools for keeping on track.

3. Summary Breeding will address how he uses social media, including twitter, Facebook, bit.ly and metrics such as Google Analytics to measure performance. He will focus on Library Technology Guides and how social media complements other communications tools to help promote interest in the site. These techniques can be applied to other informational sites that libraries or related organizations might offer.

4. Social Media Goals  Aligned with organization’s strategic mission  Convey content  Strengthen Engagement  Expand audience

5. Communications Strategy  Traditional  Search Engine Optimization  E-mail  RSS  Social  Facebook  Twitter  Pinterest (?)

6. Library Technology Guides  An informational site with broad interests in library  Database of libraries worldwide and the technology products they use  http://www.librarytechnology.org/libwebcats/  News and press releases related to companies and products related to library automation industry http://www.librarytechnology.org/news.pl  Surveys and data related to automation systems http://www.librarytechnology.org/perceptions2011.pl  GuidePosts: personal blog http://www.librarytechnology.org/blog.pl

7. Library Technology Guides

8. Vanderbilt Television News Archive

9. Organic Use  Web traffic that comes to site through normal use  Direct Traffic  Search engine referrals  Search Engine Optimization  Organizational site referrals  Example: University site > Library

10. LTG Overall use 1.9 million page requests in April 2012

11. Search Engine Optimization  Clear and unique metadata on every page   Offer XML site map of all unique content  Sitemap.org

12. sitemap.xml

13. Customer engagement  Entice users of your site to become members  Offer enticements for membership  Example: only LTG members can perform advanced search  Members can receive news alerts and notifications  Make it easy  Uses will give up on long and difficult enrollment forms

14. LTG Membership form

15. Clarify benefits of membership

16. Push content  E-mail  Monthly news updates  28,272 subscribers  Weekly  ~1,800  Real-time

17. RSS Feeds  Ideal for news, events or other regularly updated content  More difficult to track numbers of RSS subscribers

18. Blog  Provides fresh content on a regular basis

19. Facebook Page

20. Facebook

21. Facebook strategy  A peer-oriented social media  Librarian to Librarian  Patron to Librarian??

22. Facebook personal page  Hybrid: Personal / Business  Inner group of family and friends  Extended network of professional colleagues  High-interest postings to funnel site traffic

23. Facebook business page  Promotional page for organization  Goal is to drive traffic to site  Promote page within Facebook  Counterproductive to promote Facebook page outside of Facebook  All vectors should be directed to organization site

24. Facebook Insights

25. Twitter

26. Twitter options  Personal  Works if one person is the key spokesperson for the organization  Organization  Aligned with the identify of the organization, not any specific individual

27. Twitter strategy  Cultivate followers  Twitter effective only to the extent the account has a sufficient number of followers  Follow others that have similar professional interests  More about focus than sheer numbers  Twitter as top source for current information  Twitter as an outlet for instant information

28. Tweeting strategically  Clean prose  No jargon  Don’t over abbreviate  Most tweets should include links  Drive traffic to your site  Find a good link shortening service  Bit.ly

29. Bit.ly

30. Bit.ly click-thru statistics

31. Biit.ly referrers and locations

32. Google Analytics

33. Google Analytics – Social Value

34. Conclusion  Have realistic expectations  Be strategic  Be experimental